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Hindi leads OTT race, others catch up
Mint Mumbai
|December 12, 2023
Consumption of on-demand streaming content in India remains dominated by Hindi-language offerings that constituted nearly 40% of all viewing in 2023, platform executives and media analysts said, even as investments in regional languages, led by Telugu, Malayalam and Kannada rise amid growing appetite for local flavours.
Streaming services are, therefore, increasingly betting on web shows in these southern languages in the coming year, while looking to secure big-scale theatrical movies for Hindi, Tamil and Telugu categories, where acquisition rates have gone up. That all content will be dubbed in major southern languages is a given.
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